Proceedings of World Business and Social Science Research Conference
24-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
Effect on Visual Merchandising in Fashion Store on Female
Consumers’ Purchase Intention
Astrid Nur Rahma1) and Ir.Mustika Sufiati Purwanegara2)
Fashion retailers nowadays have been developed into higher existence. New
players emerge in the market to satisfy customer demand by placing
themselves in attractive shopping malls Fashion retailers could not depend on
products, price, promotion, and place to win the competition among the
fashion retailers. Visual merchandising becomes tools and opportunities to
differentiate them with other competitors. Visual merchandising as the total
store environment including window display, layout, coordination, signage,
and lighting are managed by the retailers to attract customer to enter their
store and expected to do a purchase in their store. The objective of this
research is to examine the relationship of visual merchandising and female
consumers’ purchase intentions. The second objective is to gain differences
of customer perceptions in visual merchandising elements from the most two
preferred fast fashion retailers: ZARA and TOPSHOP. The study was
executed in Bandung, Indonesia. Questionnaire regarding visual
merchandising is filled by 278 female respondents in age range 16 – 25
years. The results found that there are no significant differences between
ZARA and TOPSHOP related to the visual merchandising perceptions. The
hypotheses regarding Visual Merchandising were tested using Regression
analysis employed SPSS program. Five of six hypotheses were accepted.
The results indicated that Visual Merchandising – Window display give the
highest effect related to Purchase Intention compare to another Visual
Merchandising element.
Keywords: Fast Fashion Retailer, Visual Merchandising, and Purchase Intention
1. Introduction
Mall as a large retail contains of many stores, restaurants, and other business establishment
placed in a series of connected and adjacent building or a single large building, has become
an evidence of the fashion store growth, such as department store that provide fashion
products from many brands and many merchandise variety, boutiques, and retail fashion store
from local and foreign country. Especially mall in the big cities in Indonesia, the presence of
foreign fashion retailer has increased. Each of the fashion stores competes to each store in
order to make the customer enter the store and make a purchase. Talking about fashion
retailers, nowadays it has been developed into higher existence. There are many competitions
in the market. New players emerge in the market to satisfy customer demand by placing
themselves in attractive shopping malls. The fashion retailers could not depend on products,
price, promotion, and place to win the competition among the competitors. Visual
merchandising as the total store environment including window and merchandise display,
layout, coordination, merchandise assortment, signage, and lighting are managed by the
retailers to attract consumer to enter their store and expected to create pleasure feeling for
customer in order to make them do a purchase in their store. Visual merchandising also
converges to create a distinctive image among the fashion retailers.
_______________________________________________________________________
1)
Ms. Astrid Nur Rahma , School of Business and Management ITB, Jl.Ganesha 10, Bandung 40132, Indonesia,
Phone: +62 22 2531923, Fax: +62 22 2504249
2)
Dr. Ir. Mustika Sufiati Purwanegara , School of Business and Management ITB, Jl. Ganesha 10, Bandung 40132,
Indonesia, Phone: +62 22 2531923, Fax: +62 22 2504249.e-mail: mustika@sbm-itb.ac.id
1
Proceedings of World Business and Social Science Research Conference
25-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
Fast fashion Retailers in Indonesia
Fast moving fashion or fast fashion describe a scenario where fashion retailers implement a
range of strategies in order to adequately meet market demand by ensuring that they have the
right product, in the right place, in the right time (Hayes&Jones, 2006). Fast fashion brand as
well as local retail fashion brands offer many kinds of fashion products such as clothes, bags,
shoes, and accessorizes, drive to global fashion trends. Fast fashion clothing always follows
up and creating season trend, new product to the store with amazing speed, and window
display transformation is usually two times a week. Indonesia, with a human population more
than 240 billion, continues to develop in a close record pace in recent years, with a
consumption-based economy largely sheltering it from global downturn and increasingly
growing middle class attracting global retailers. ZARA, Topshop, Mango, Forever 21, New
Look, Bershka are some of fast fashion retailers that have already known in Indonesia. Their
presence in the Indonesian‟s mall is usually taken to a higher podium where they appear more
attractive and sparkling; it is also driven by the price factor that is quite expensive for most
Indonesian people. Focused on ZARA and TOPSHOP, This two fashion store almost never
quite of visitors in Indonesian Mall. It is also found that among another fast fashion retailers,
ZARA and TOPSHOP are the most female consumers‟ fast fashion preferences, especially in
teenage and young adult. Even they are grouped into fast fashion, what they are offering in the
concept of visual such as window display, merchandise arrangement, and layout in the store
might different. So even the concept of fast fashion is putting the right stock out at the right
time in the right place and giving the right price, competition in the fast fashion sometimes
happens in the means of design and good visual merchandising that could make the difference
amongst another fashion store in order to attract their customer come to the store bring out the
intentions of purchase.
2. Literature Background
2.1 Visual Merchandising
Mills, Paul and Moorman (1995) defined visual merchandising as “the presentation of a
store/brand and its merchandise to the customer through the teamwork of the store‟s
advertising, display, special events, fashion coordination, and merchandising departments in
order to sell the goods and services offered by the store/company”.
Seock and Eun-lee (2013) construct the relationship of importance of visual merchandising
and store image dimension and shopper behavior, such as store environment that related to
layout and coordination, new style/trend information related to the window/merchandise
display, merchandise assortment related to the layout and creative coordination and appealing
exhibition of store image are related to layout and coordination. Creative coordination was
found to be positively related to visit frequency.
The variable chosen in this research related of visual merchandising element is window and
merchandise display, layout and organization, creative coordination, signage, and lighting.
2.1.1 Window Display
As retailing fashion industry, window display is important visually communication technique
and marketing tool that has big impact to customers‟ first impression of store image and
customer decision‟s to enter a store when they do not set out with specific purpose of
2
Proceedings of World Business and Social Science Research Conference
24-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
purchasing a certain item in a store. The result from previous research indicated that the
consumers looking for store image and product fit information from window displays were more
likely to enter store than those looking for merchandise, promotion, and fashion information
from window display (Ha, 2006). In terms of purchase intentions, the customers who see the
product information and fit information from window display tended to purchase product in the
store.
2.1.2 Layout and Organization
Retail fashion store offers route in store to make the customer has no difficulties to find their
way in store and finding the item they looked for. In-store traffic flow becomes the important
role for the retail facility success (Hui et al. 2007). In fast fashion concept, layout and display
features were determined as being a key communication due to flexibility for change offered by
changeable and alteration display (Barnez, Lea-Greenwood, 2009). Clear route had potential
make customer browse in a store. Not crowded aisle space will create enjoyable and pleasant
feeling to customers while they are in store activity. It is important for a retail store to improve
customer traffic flow and on-shelf availability. If the product that customers‟ looking for is not
available on the store, the sale is potentially may be lost (Tlapana, 2009).
2.1.3 Coordination
A recent study found significant effects for merchandise coordination on product evaluation
and purchase intention in the apparel retail store setting (Lam & Mukherjee, 2005). Well
coordination on apparel items induced higher aesthetic response toward two complementary
products as a whole (Enjoyable, nice-looking, pleasing, attractive, good appearance, and
beautiful) than poorly coordinated items. The previous study also revealed that the social
impressions (Socially acceptable, fashionable, popular, high in status, desired impression, and
approved by others) of apparel items were influenced by the coordination of apparel items (Ha,
2006).
2.1.4 Signage
Lea- Greenwood (2009) describes signage as a crucial element of visual communication as it
provides a “short-cut” to communicate relating to product in a store. Signage in the retail
environment may fall into two categories, the first being institutional and directional, fixed
signage includes more permanent signs indicating areas and facilities of the store for example,
fitting rooms, exits, ladies wear, pay station, etc. The signage associated with alerting
customers to fast fashion is representative of the second category that includes signage that is
more flexible and has immediacy in providing information and promoting purchase. According
to Colborne, 1982, effective signs identify departments, describe the merchandise and its
price, inform customers of special sales event, alert customers to advertised merchandise, and
determined the theme of special window and interior display.
2.1.5 Lighting
Lighting is one of major contributing factors of visual merchandising in retail setting. It creates
a distinctive effect on particular product displayed. The Park and Farr‟s research (2007)
revealed that the color quality of lighting in a retail store environment such as color
temperature and color appearance affects consumers‟ emotional states and the behavioral
intention of approach-avoidance. Lighting contributes to the mood, arousal, and consumer
3
Proceedings of World Business and Social Science Research Conference
24-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
behavior (Quartier et al. 2008). Light can draw attention to products, under bright lighting,
products seems to more touched and examined that under „dim lighting‟ (Laguisa & Perney,
1974). Summers and Hebert (2001) conducted consumers‟ time spent in the store is longer
with the presence of additional accent lighting in the display. Boyce et al. (2004) has measured
the lighting aspect in the supermarket. The research based on customer opinions has found
that lighting could make the store look brighter and live, more confortable, and more pleasing
to the eye.
2.2 Purchase Intention
In retail, intentions of purchase are usually determined by willingness to stay in the store,
willingness to repurchase, willingness to purchase more in the future, and willingness to
recommend the store to others (Macintosh and Lockshin 1997). Retailers need to understand
the customers‟ patronage intention in order to the need to estimate customers‟ buying behavior
of products or services offered, customers‟ willingness to come back to the store, and giving
positive word-of-mouth to another customers (Donovan and Rossited 1982)
Prior research suggests that store environment cues provide significant effect on customer
purchase intention because the store environment influences the customers‟ potential benefits
and overall perceived value (Liao et al.2012). If the consumers perceive the atmosphere of the
store could change their mood and make them feel happy, the purchase intention will be
promoted. The store design should arrange the store to give convenient feeling to its
customer. The higher convenience that the store design present to its consumer, the better the
customer‟s purchase intention could be promoted.
From the previous literature on importance visual merchandising elements and purchase
intention, the following research hypotheses were formulated for the study.
H1: Visual Merchandising – Window Display is positively related to Purchase Intention
H2: Visual Merchandising – Layout/Organization is positively related to Purchase Intention
H3: Visual Merchandising – Coordination is positively related to Purchase Intention
H4: Visual Merchandising – Signage is positively related to Purchase Intention
H5: Visual Merchandising – Lighting is positively related to Purchase Intention
H6: Visual Merchandising Window Display, Layout/Organization, Coordination, Signage, and
Lighting are together positively related to Purchase Intention .
3. Research Method
Methodologically, this research uses both quantitative and qualitative marketing research.
Qualitative research is used to explore the most preferred fast fashion store. Quantitative
research method is also conducted by using numerical and table figures to carry out the
analysis process.
3.1 Sample and Data Collection
Questionnaire was developed to collected data and distributed to judgmental sample of 400
females ranging age from 16 to 25 years old. In judgmental sampling, the criteria are
mentioned: people who ever visited the ZARA and TOPSHOP store. Determination of the
number of respondents is based on undefined population frame with 5% margin error, with a
minimum 349 data must be collected.
4
Proceedings of World Business and Social Science Research Conference
24-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
Questionnaires were distributed in Bahasa Indonesia and available in two formats, hard copy
and soft copy. The hard copy questionnaires were spread in university in Bandung, and for the
soft copy were spread in social Media such as Facebook and Twitter for the selected targets.
Of the four hundreds of questionnaires, 359 questionnaire were returned. After gathered the
returned questionnaires, 81 questionnaires were eliminated for some reasons: incompletely
answered the questionnaire and giving the wrong answer in trick question as the concentration
test for the respondents. As the result, only 278 questionnaires were usable to be used in the
data analysis. The age group that has the largest proportion is occupied by the 21 and 20
years old (30% and 31%). Most of the respondents come from west Java (53%) as their city
origin, followed by the respondents who come from Jakarta (53%) as their city origin. College
students are the largest proportion of the respondents‟ occupation for 92 percent. The monthly
expense revealed that 36 percent of the respondent stated the monthly expense is
Rp1.500.001 – Rp2.500.000 followed by the respondents that have expense for Rp2.500.001
– Rp3.500.000 (34%) in a month.
3.2 Research Variables and Measurement
The questionnaire consisted of three sections. The first section is about the respondents‟ data
such as age, city origin, occupation, monthly expense and purchase behavior related to
fashion product. The purchase behavior related to fashion product is divided into three parts,
the first is to obtain information about the frequency of buying fashion product, the second is
about fashion store preferences, and the third is asking about respondents‟ expense for a
particular fashion products in last three months. The second part is designed to measure the
importance of visual merchandising elements in the fashion store. The variable and the
indicators of the four elements of Visual Merchandising: Window display, Layout and
Organization, Creative Coordination, and Signage were taken and modified from Seock and
Eun-Lee (2013), and the last variable of Visual Merchandising – Lighting was taken and
modified from Singh (2006). The last part of questionnaire is concerned about the
respondents‟ evaluation related to two fast fashion store: ZARA and TOPSHOP based on
customer experiences. Both of the second and third of questionnaire section used a 10-point
likert-type scale, with 1 (not important at all) to 10 (very important) to assess the importance of
visual merchandising elements.
4. Analysis and Findings
Data gathered from the survey was analyzed using Statistical Package for Social Science
(SPSS) 20.0 program.
4.1 The Perception of Fast Fashion Store Related To Visual Merchandising: Analysis of
Zara and Top shop
Descriptive analysis is conducted related to the visual merchandising elements in two fast
fashion: ZARA and TOPSHOP. All the indicators are measured in 10-point semantic scale,
with 1 = not important at all to 10 (very important).
5
Proceedings of World Business and Social Science Research Conference
24-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
Figure 2: Window Display
Window Display
New items are presented draw
customers' attention
Indicators
Window displays' ornament
attract customers' attention
The store offers eye-catching
window display
ZARA
The store offers seasonal
window display
TOPSHOP
The store's window display
offers variety of merchandise
The use of mannquin stimulates
to browse
7.2 7.4 7.6 7.8 8 8.2 8.4 8.6
Mean Score
Six indicators measure window display perception. ZARA has the highest mean score in
offering seasonal window display, while TOPSHOP has the highest score in offering eyecatching window display. As the fast fashion, it is important for both of them to juggle their
window display appearance to attract customers‟ attention, putting something new will be
impacted to the customer perception that the store always have something new to be
explored. For both of fast fashion, the use of mannequin is failed stimulated customers‟ to
enter their stores, it is demonstrated by the lowest mean score among another indicators.
From the table above, there is no significant difference between ZARA and TOPSHOP in case
of window display (Mean Square: 0.95, F: 0.00, Sig: 0.95)
6
Proceedings of World Business and Social Science Research Conference
24-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
Figure 3: Layout
Layout
Merchandise display is not
cramped or jumbled
Indicators
Aisles are uncrowded
Shelf space is appropriately
occupied (proportionately
arranged)
ZARA
TOPSHOP
The stores makes me active in
browsing
The store offers well structured
route
7
7.5
8
8.5
Mean Score
9
Layout and organization in the fashion store purposed to make the customer feel comfortable
to have browse the store and not difficult to find the products that they looking for. This
variable is measured in five indicators: uncrowned aisles, merchandise display that not easy to
cramped or jumbled, the store that has well structured route, the store that make active in
browsing and the store that has shelf space occupied appropriately. ZARA has the highest
mean score in providing the aisles that not crowded while TOPSHOP has the highest mean
score in offering route that well structured. But overall there is no significant differences of
layout from two fast fashion is (Mean square: 4.68, F: 2.60, Sig: 0.11)
7
Proceedings of World Business and Social Science Research Conference
24-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
Figure 4: Coordination
Coordination
Indicators
The presentation of
merchandise is creative
and unique
The presentation of
merchandise gives me
inspiration on how to make
my own style
ZARA
Color coordination creates
an appealing store
atmosphere.
TOPSHOP
The store offers attractive
theme
7 7.2 7.4 7.6 7.8 8 8.2 8.4
Mean Score
Coordination is measured by the four indicators, The highest mean score for both ZARA and
TOPSHOP is in presenting the creative and unique merchandise, even ZARA has the higher
mean score than TOPSHOP. The presentation of merchandise in this two fast fashion cannot
inspire the customers‟ to make their own style. Color coordination in this two fast fashion
assessed to be good even ZARA and TOPSHOP offer different store appearance. And still
there is no significant differences among coordination between ZARA and TOPSHOP (Mean
Square: 0.12, F:0.08, Sig: 0.77)
8
Proceedings of World Business and Social Science Research Conference
24-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
Figure 5: Signage
Indicators
Signage
Signs clearly identify
items on sale.
ZARA
Discount or clearance
items are displayed
together in a specific area
of the store.
TOPSHOP
7.9
8
8.1 8.2 8.3 8.4
Mean Score
Signage is the help tool in the fashion store to make customer know the information about the
product and merchandise sold in the fashion store. In this variable is only measured by two
indicators: discount or clearance that put in a specific area, and clear signs that identified
items on sale. TOPSHOP has the highest mean score in displaying the discount and
clearance items in the specific area and giving the clear sign related to the products that sold.
Not differ from another visual merchandising element, signage also has no significant
differences (Mean Square: 0.16, F: 0.09, Sig: 0.77)
Figure 6: Lighting
Indicators
Lighting
The lighting in the store
accentuated the products
that were displayed in the
store
ZARA
TOPSHOP
The lighting in the store
was pleasing to me
7.9
8
8.1 8.2 8.3 8.4
Mean Score
Contributing in visual merchandising element, lighting affects customer emotional states and
behavioral intention of approach – avoidance. This variable is measured by two indicators;
9
Proceedings of World Business and Social Science Research Conference
24-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
pleasing lighting and lighting that accentuate the product sold. From the two indicators that
measured lighting perception from two fast fashions, TOPSHOP has the higher mean score
than ZARA. The highest mean score comes from the pleasing lighting that TOPSHOP offered
to its customers. From the two indicators measured the lighting perception, there is still no
significant differences (Mean Square: 1.513, F: 1.064, Sig: 0.303)
4.2 Factor Analysis and Reliability of Visual Merchandising and Purchase Intention
Exploratory Factor Analysis (EFA) has been conceived to endeavors to create inter correlated
variables together under more general, actual variables. More specifically, the aim of factor
analysis is to minimize the dimensionality from the initial space and to allow an interpretation
towards new space, spanned by reduced quantity of new dimension that are purported to
underlie the old ones (Rietveld & Van Hout 1993:254). Reliability used to test the stability and
the consistency of the respondent in answering the questions, the results give the Cronbach
alpha value that should be 0.6 or greater.
Barlett‟s test of spericity and the Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy
(MSA) was executed to identify whether the EFA was a suitable statistical technique for this
study. For the rule of thumb based on Hair et al. (1998), factor loading should 0.5 or greater to
be considered significant. So, items with rotated factor loading of 0.50 or greater were
preserved. Moreover, any item loading on more than one factor should equal or greater than
0.6 (Liddle et al.,2010). Items with communalities less than 0.6 dropped for further analysis.
Low communalities that less than 0.6 may inadequate contribution to the total variance of a
certain variables. Corresponding to the aforesaid criteria of the factor analysis, 1 out of 6
indicators of Visual Merchandising – Window Display and 1 out of 5 indicators in visual
merchandising – Layout/Organization is dropped for further analysis because of did not meet
the criteria. Deleting of the total 2 items in Visual Merchandising affect on greater total
variance of the variables and higher Cronbach alpha (See Table 1).
10
Proceedings of World Business and Social Science Research Conference
24-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
Table 1: Factor Analysis Results: Visual Merchandising
Created
Total
Factor
Variable
KMO
Factor
Variance
Loading
Visual Merchandising Window display
0.79
1
53.70
VWDEyeCatching
0.80
VWDOrnament
0.81
VWDCustAttention
0.65
VWDCustAttention
VWDSeasonal
0.70
VWDUseMannequin
0.69
Visual Merchandising Layout/Organization
0.72
1
64.18
VLONotCramped
0.54
VLOShelfSpace
0.77
VLOActiveBrowse
VLOWellRoute
0.80
VLOUncrowdedAisles
0.78
Visual Merchandising Coordination
0.71
1
49.27
VCRGiveInspiration
0.67
VCRCreativeUnique
0.74
VCRColorCoordination
0.68
VCRTheme
0.71
Visual Merchandising Signage
0.50
1
66.16
VSGClearSign
0.81
VSGDiscountProduct
0.81
Visual
Merchanding
Lighting
0.50
1
68.34
VLGPleasing
0.83
VLGAccentuated
0.83
Purchase Intention
PIComeAgain
0.5
1
86.63
0.93
PIRegurlalyShop
0.93
Cronbach
Alpha
0.70
0.66
0.66
0.49
0.54
0.84
4.3 Relationship Between Visual Merchandising elements and Purchase Intentions
To assess the association relationship between two variables, a statistical technique used is a
simple linear regression. This test also purposed to prove the hypotheses 1, 2, 3, 4, and 5
construct. Each of the elements of visual merchandising gives the significant value (0.00) to
the relation of purchase Intentions (See Table 2). Visual Merchandising – Window Display is
the element that presents the highest beta (0.36) of another Visual merchandising elements,
indicating that it has the most influence to purchase Intention.
11
Proceedings of World Business and Social Science Research Conference
24-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
Influencing Factor
Dependent
VM Window Display
VM Layout
VM Coordination
VM Signage
VM Lighting
Table 2: Simple Linear Regression
ANOVA
Coef
Independent
F
Sig
Beta
Purchase Intention 42.25 0.00 0.36
Purchase Intention 15.09 0.00 0.23
Purchase Intention 21.95 0.00 0.27
Purchase Intention 21.73 0.00 0.27
Purchase Intention 9.91 0.00 0.19
Sig
0.00
0.00
0.00
0.00
0.00
t
3.06
3.88
4.68
4.66
3.14
R2
0.13
0.02
0.07
0.07
0.04
To test the hypotheses 6, multilinear regression is conducted to find the effect from all
elements of Visual Merchandising to Purchase Intention. (See Table 3.). From all the visual
merchandising elements give the significant value (0.00) related to purchase intention. Only
window display that significantly influenced the purchase intention with beta score 0.03.
Table 3: Multiple Regression
Influencing Factor
ANOVA
Coef
Independent
Dependent
F
Sig
Beta
Purchase
VM
Window
9.07 0.00
0.03
Intention
Display
VM Layout
0.05
VM Coordination
0.04
VM Signage
0.08
VM Lighting
-0.03
Sig
t
0.00
3.27
0.48
0.63
0.19
0.67
0.71
0.47
1.30
-0.42
R2
0.14
5. Conclusion
The aim of this research was to investigate the relationship of the importance visual
merchandising elements on female customers‟ purchase intention especially in fashion store.
An important finding of this study was the visual merchandising elements certainly influence
female customers‟ purchase intentions. The result demonstrated that there was significant
relationship between purchase intention to visual merchandising elements: window display,
layout, coordination, signage, and lighting in the store when it is linked partially. When the
entire visual merchandising element is linked together to purchase intention, only window
display that give significant value related to purchase intention.
This research also provides the descriptive analysis from two fast fashion stores, which are
ZARA and TOPSHOP related to its visual merchandising element. The results divulge that
there is no significant differences between this two fast fashion, the mean score obtained from
descriptive analysis indicated that visual merchandising element in window display, layout,
coordination, signage, and lighting from this two fast fashion has already proficient.
In summary, the current study has both managerial and research implication. Confronting the
present ever dynamic in fashion store atmosphere, it gives the managers in fashion store for
a better understanding of the visual merchandising element affects the females‟ customer
purchase intentions. Management of the fashion store also could use the visual
merchandising elements to underlined in substantiate a retail strategies. In example, fashion
retailers could use window display element to attract customers to enter the store and utilizing
the visual merchandising as the strategies could create favorable attitudes of the customers,
such as customers‟ would aware about the products offered in the store, want to browse in
the store, and do a purchase. This research has limitation in sample data that was collected
from Bandung only. Thus the result presented from this research quite limited and far away
12
Proceedings of World Business and Social Science Research Conference
24-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
being generalizable to the Indonesia population. Even though this research ceased that visual
merchandising elements influenced female customers‟ purchase intention, there should be
another contaminators affecting the result such as social factors and ambient cues (music
and scent) in store environment attributes.
References
Barnez, L. & Lea-Greenwood, G., (2009) Fast fashion in the retail store environment.
International Journal or Retail and Distribution Management. 38(10), 760-772.
Boyce, P.R. (2004). Lighting research for interiors: The beginning of the end or the end of the
beginning. Lighting Research and Technology, 36 (4), 283-294
Colborne, R. (1982) Fundamentals of Merchandise Presentation, The Times Publishing
Company, Cincinnati, OH.
Ha, Y. (2006) The influence of online visual merchandising on consumer emotions: moderating
role of consumer involvement. Presented in Partial Fulfillment of the Requirements for
the Degree Doctor of Philosophy in the Graduate School of The Ohio State University.
Columbus, Ohio: The Ohio State University.
Hayes, S.G. & Jones, N. (2006) "Fast fashion: a financial snapshot", Journal of Fashion
Marketing and Management, 10(3), 282 - 300
Hui, E.C.M., Yiu, C.Y. and Yau, Y. 2007. Retail properties in Hong Kong: a rental analysis.
Journal of Property Investment & Finance, 25 (2),136-146.
Lagiusa, F.F. & Perney, L.R. (1974) Further studies on the effects of brightness variations on
attention span in a learning environment. Journal of the Illuminating Engineering Society,
3, 249-252.
Lam, S. Y. and A. Mukherjee (2005) The Effects of Merchandise Coordination and
Juxtaposition on Consumers‟ Product Evaluation and Purchase Intentions for StoreBased Retailing, Journal of Retailing, 81(3), 231-250
Liddle, P.F., Ngan, E., Duffield, G. & Warren, E., (2002) Signs and Symptoms of Psychotic
illness: a rating scale. British Journal Of Psychiatry.180, 45 – 50.
Mills, K.H., Paul, J.E. & Moorman, K.B., (1994) Applied Visual Merchandising. Harlow:
Prentice Hall
Park, N.K. & Farr, C.A. (2007) The effects of lighting on consumers‟ emotions and behavioral
intentions in a retail environment: a cross-cultural comparison. Journal of Interior Design,
33(1), 17-32.
Rietveld, T. & Van Hout, R. (1993). Statistical Techniques for the Study of Language and
Language Behaviour. Berlin – New York: Mouton de Gruyter.
Seock. Y. K. & Eun-Lee, Y., (2013) Understanding the Importance on Store Image and
Shopper Behaviors in Home Furnishings Retails Setting, European Journal Business and
Management, 5(4), 185 – 187.
Singh, R. (2006) An Empirical Investigation into the Effects of Shopping Motivation on Store
Environment-Value Relationship. A Dissertation submitted to the Department of
Marketing in partial fulfillment of the requirements for the degree of Doctor of Philosophy.
Florida: Florida State University.
Summers, T.A. & Hebert, P.R. (2001) Shedding some light on store atmospherics: Influence of
illumination on consumer behavior. Journal of Business Research, 54 (2), 145-150.
Tlapana, T.P. (2009) Store layout and its impact on consumer purchasing behavior at
convenience stores in Kwa Mashu. Dissertation submitted in partial fulfillment of the
requirement for the Masters Degree in Technology (Marketing). Kwa-Zulu: Durban
University of Technology
13